Larger-than-expected discounts from retailers and shoppers purchasing higher-ticket items drove the online sales increase, according to Adobe Analytics.
Cyber Monday remains the king of online shopping days, with online sales increasing 7.3% year over year to $13.3 billion in U.S. sales, according to Adobe Analytics data.
This is the single largest online shopping day in the U.S. for the year and caps off a busy holiday shopping weekend.
Online sales over the five-day Thanksgiving weekend were:
- Thanksgiving – $6.1 billion, up 8.8% year over year
- Black Friday – $10.8 billion, up 10.2% year over year
- Saturday & Sunday – $10.9 billion, up 5.8% year over year
- Cyber Monday – $13.3 billion, up 7.3% year over year
Adobe’s data is based on 1 trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.
In total, sales during this five-day peak increased 8.2% compared with the five-day Thanksgiving weekend in 2023.
Cyber Monday brings big discounts, big purchases
Larger-than-expected discounts from retailers and shoppers purchasing higher-ticket items drove the increase in sales.
Sales growth was stronger on the earlier days, indicating retailers provided strong discounts to entice shoppers to buy, said Vivek Pandya, lead analyst at Adobe Digital Insights.
“While Cyber Monday remained the season’s and year’s biggest online shopping day, year-over-year growth was stronger on both Thanksgiving and Black Friday,” Pandya said. “Early discounts were strong enough that many consumers felt comfortable hitting the buy button earlier on during Cyber Week, with Cyber Monday becoming ‘last call’ for shoppers to take advantage of big holiday deals.”
Strong discounts helped spur shoppers to click buy on big-ticket items in categories such as electronics, appliances and sporting goods.
Other insights from Cyber Monday include:
- The peak shopping hours were 8 p.m.-10: p.m.
- On Cyber Monday, 57% of online sales came through a mobile device.
- Online toy sales increased 680% compared to an average day in October 2024.
- After toys, top categories include personal care, jewelry, appliances, electronics and apparel.
- The most-discounted categories include electronics (peaking at 30.1% off listed price), toys (26.1%), apparel (23.2%), televisions (21.8%), and computers (21.5%).
For all of November and December, Adobe projects online holiday sales to reach $240.8 billion, an 8.4% year-over-year increase.
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